If you ask any of those questions to people directly involved, the answer is the same for all 4: money

At least for meta, its employees, and its customers (advertisers), and its users, you can infer easily why they are involved. Researchers have other motivations like currying favor via an opinion or paper with a particular benefactor, or the tenure game, or 1000 other hidden things you cannot reason about without disclosure on their part.

PS I'm not a fan of Meta.